ESOMAR and MMRA (Mobile Market Research Association) have agreed to jointly develop updated professional ethics and standards guidance on Mobile Research.




To avoid re-inventing the wheel, a joint project team will review guidance in this area already issued by ESOMAR to develop a digestible and easy to understand update based on ESOMAR’s guideline for Mobile Research and relevant sections from ESOMAR's Guideline for Online Researchwhich covers mobile interactive.

This will reference the ICC/ESOMAR International Code on Market and Social Research, developed jointly with the International Chamber of Commerce.

Currently, the appropriate guide to follow depends on whether the researcher contacts the respondent using the facilities of a mobile phone (calling them or sending SMS messages) or internet facilities (email, web browser link or downloaded application). If a combination of the two is used, e.g. mobile phone to contact and internet browser to respond, then the appropriate parts of both guidelines should be applied.

The rapid development of ubiquitous mobile technology enables smart phones and tablets with improved broadband reach, offering faster internet access and a host of apps, many of which benefit from geo location technology. This has facilitated a new range of research services that will also be covered in the new guidance to include open ended mobile contextual data collection, online diaries, and other forms of mobile ethnography where respondents record their everyday movements taking advantage of portable camera and video technology.


The purpose of this initiative is to provide up-to-date guidance in line with the latest international developments in mobile research to promote best practice, professional standards, and respectful relationships with respondents and participants.

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